In-game ads: effective or annoying?


In-game advertising is a huge opportunity for brands to reach a vast audience and expand their marketing campaigns beyond traditional media. In 2022, it was estimated that 227 million people in the US played video games and 46% of those were women.

With game revenues projected to reach $285 billion by 2027, it’s no surprise that this is a huge opportunity for advertisers. In-game ads can be effective for promoting almost any product to any demographic since gaming has become a universal pastime. Advertisers can reach new audiences, grow their community, and sell more products or services through in-game ads. Game publishers also benefit from in-game ads as it allows them to monetize their content. Mobile games are the biggest opportunity for advertisers as they represent the largest possible audience and are easy and fast to set up.

In-game advertising can take many forms, such as short videos that play between levels, banners at the bottom of the screen, or branded clothing or vehicles for player characters. This allows brands to target specific audiences by advertising on certain game titles, and tailor their message to reach that exact audience. For example, a brand can reach a very specific audience by advertising on a game that is popular among a certain demographic, such as a game that is popular among a female audience.

In addition, in-game ads can be interactive, which allows brands to engage with players in a more meaningful way. For example, Burger King successfully engaged with players of the game “Elden Ring” by encouraging streamers to only use fire- and flame-based weapons and spells within the game world. This type of engagement can be more effective in reaching and retaining customers than traditional ads.

However, it is important to note that in-game ads should be done in a way that is authentic and true to the gaming experience, in order to avoid annoying players and damaging the brand reputation.

Overall, in-game advertising is a great opportunity for brands to reach a large and diverse audience, and engage with them in a meaningful and interactive way. As the gaming industry continues to grow, in-game ads are likely to become an increasingly important part of the advertising landscape.

Learn more. Read the full article on Search Engine Land.

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